Ask the Board – January 2, 2018 | PATRICIA MITRANO


If you could put out an industry SOS, how would you fill in the blanks: CONTENT CREATORS OF THE WORLD, PLEASE STOP WITH THE _______. THE INDUSTRY REALLY NEEDS MORE ________. Why?”

Digital billboards on our highways are becoming much more prevalent. It costs less as it shares the screen with a playlist of others, which makes it more accessible for a larger variety of businesses, but I would ask their content creators to please stop using white backgrounds with low contrast. The industry really needs more smartly designed digital signs for small businesses.

We are starting to see a lot of digital billboards that do not follow the laws of contrast, composition or upper and lowercase usage.  Not listening to the advice of graphic designers and content creators experienced in digital billboard design or not taking the design out for a “test drive” is an example of a waste of marketing dollars. 

The communication must be easy to read with elements grouped together for quick scanning and interpretation. The message needs to be digested within seconds or grasped in a single glance. Unfortunately, the viewer often feels stress for not getting the whole message quickly when it is not their fault at all. 


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Director of Visual Communications
Newark Beth Israel Medical Center

End User Council

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